Nationwide, the American mutual insurance company, announced last week that it had selected Ogilvy & Mather New York to handle the creative advertising work for their new marketing agreement with Peyton Manning, the quarterback for the Denver Broncos. The move comes after the company sealed a multi-year agreement with the American football superstar last month. O&M New York will be working with Nationwide to develop an integrated campaign, which will feature Manning heavily, thereby deepening the brand's relationship with professional American football and the game's fans, as well as promoting their insurance and financial service products. Nationwide is a huge score for O&M, having spent a reported $306 million in measured media last year.
O&M New York will be working with Nationwide to develop an integrated campaign, which will feature Manning heavily
The campaign will be launching during the 2014coverage of the NFL, which begins in September, and will cover everything from television, print and digital, to out of home advertising. Matt Jauchius, the chief marketing officer for Nationwide, is proud to add Ogilvy & Mather to their “Creative family,” and is looking forward to “Developing compelling creative that connects the Nationwide brand with consumers across the nation.” He feels that Ogilvy is the perfect agency for the job at this time, as Ogilvy's legendary 'On Your Side' tagline, which defined the brand in the 20th century, and has even been referenced in a recent episode of 'Mad Men', turns 50 this year.
Matthew Jauchius of Nationwide, with Peyton Manning
Jauchius is thrilled that this historical relationship has been rekindled, and is “Confident in Ogilvy’s unique ability to bring to life the authentic connection that Nationwide shares with Peyton Manning to drive meaningful business results.” He adds that “Nationwide is a unique company with diverse marketing needs, who partner with a portfolio of creative agencies to help bring campaigns to life and effectively reach consumers in meaningful and authentic ways.” As far the Manning is concerned, Jauchius says the all-star quarterback is a naturally funny guy, which “Helps break through the clutter and helps sell.” He says Manning is also “A very sincere guy, with class and grace,” and they plan on “Showing his range” throughout the campaign.
Adam Tucker, Ogilvy & Mather New York's president says they are proud to once again be working alongside “A brand that has deep historical ties with Ogilvy.”
Ogilvy & Mather New York's president, Adam Tucker says O&M are proud to once again be working alongside “A brand that has deep historical ties with Ogilvy,” and that they're looking forward to “Expanding and building on the success” Nationwide have achieved “As a leading brand in the insurance category.” The company's existing relationships with McKinney, McCann, Wasserman, PMM, Edelman and Moxie won't be affected by the announcement. McKinney will still continue as Nationwide's lead creative agency, thanks to successful creative work, such as the 'Join the Nation' campaign, and the recent 'Unburglar' TV spots.
Benjamin Hiorns is a freelance writer and musician from the UK who won't even begin to pretend to understand American football.